Take the time to learn more about this wonderful thing called the human brain and you’ll find that there’s power in psychology. Online marketing has evolved rapidly over the past few decades and so have the customers. With years of research and surfing the web, customers are now immune to a lot of marketing tactics. However, there is one thing that hasn’t changed and that is customer psychology.
Marketers are not psychologists but, in a quest to understand what drives consumers’ decisions, they have turned to psychology to understand what could make an impact. Understanding the psychology behind landing page conversions is an interesting journey. Quite simply: marketers who know their audience can use psychology to attract, persuade and retain clients. This article will hopefully help you to understand what influences your visitors’ decisions. So, without further ado, let’s see exactly what these psychological phenomena are.
The psychology of pleasure
The term ‘Pleasure Principle’ was coined by Sigmund Freud but it has nothing to do with weird dream interpretations or theories about parental relationships – thank goodness. The principle asserts that people will pursue pleasure and avoid pain. As humans, we tend to make decisions based on what makes us happy. Consumers want something that offers pleasure or satisfaction fast, with very little pain or sacrifice on their part. This is making employees in the Marketing industry work even harder than they already were to hold a person’s attention for just a few minutes.
As humans, we are happy when we are brought to a satisfying and logical conclusion. We like to feel happy and in control, with a clear understanding of what is going on. Cater to your customer’s ego by making them feel special. Use the word “you” a lot, focus directly on them. This helps the audience stay rest assured that your business understands their well-being, the choices they are making, and how it will make them feel.
James Waste often uses the psychology of pleasure in their blog posts. They appeal to the different people will be making on the environment by disposing of their rubbish properly. They offer fast, easy solutions that mean people can find satisfaction in helping their environment quickly. Check out their blog post on the ‘Top 5 Websites to Help You Recycle’.
The psychology of pain
Our natural reaction is to avoid pain; we don’t touch a hot stove because we know it will burn. Whether mental or physical, we are wired to avoid pain wherever possible. The psychology of pain comes into play with our customer’s behaviours as well. The use of pain in marketing can be a very effective technique. People predominantly make purchases based on an emotional response, therefore offering a solution to their pain can be what’s needed.
The psychology of pain in marketing is utilised by beginning the customer’s relationship off by making them think of pain and then drawing individual incentives to alleviate that pain. You will find results in your customer’s desire to find a solution. Fear, uncertainty and doubt are often used legitimately by businesses and organisations to make consumers stop, think, and change their behaviour. Be sure to emphasise the consequences of inaction. Loss aversion is a powerful psychological principle that can motivate people to purchase your product so that they avoid any negative outcomes.
Sash windows does this well on their blog as they illicit negative memories or negative aspects about windows that people can relate to and then they offer a solution. Check out there block on ‘10 Tips to Maintain Your Sash Windows’ as there is a section on draughts and rattles that portrays the psychology of pain particularly well.
The psychology of spending
When it comes to spending, there are two kinds of people in the world: spenders and savers. These tendencies and preferences seem to be hardwired into our personalities. Customisation is extremely prevalent within the psychology of spending as people are more likely to purchase personalised goods or services. By making it personal and appealing directly to your audience, you are more likely to win them over. Publishing your products information within a blog platform is also very effective as most customers use blogs for research purposes before making a purchase. Therefore, if your blog is top-quality, informative and personal you are set
Prime Stables is a good example of a company that uses the psychology of spending. By promoting their products on their website, as well as on their blog, Prime Stables appeal to you personally. Through their informative blog, they persuade you to buy their stables by advertising them and showing you all the benefits making it hard for you to say no. Check out their blog post on ‘What is an American Barn and Why You Should Want One’.
The psychology of Urgency
One of the most powerful psychological elements that is often utilised in marketing is that of urgency. Urgency is why hundreds of people gather outside store doors on Black Friday and it is also the reason why internet marketers see such a surge in conversions in the last 24 hours of a product launch. Urgency is one of the most powerful psychological tactics.
In urgent situations, the body releases chemicals that sharpen the mind. No matter what form urgency comes in, it facilitates action. By recognising this reality, if landing page creators and conversion optimizers can create urgent situations, they can also create more action – more conversions.
Coastal Drains writes a lot using the psychology of urgency. As with many drainage companies, Coastal Drains know that people want drain solutions quickly and easily so that their problems can be fixed. In their blog, Coastal Drains appeal to this kind of urgency. Check out their post on ‘Cleaning Up the Ocean with Sea Bags’.
Utilise Social Proof
People are like sheep, they follow each other. Thanks to social media, social proof has gained steam over the past couple of years. Testimonials on your landing page are a great way to entice customers in and, according to studies, they are more likely to be believed if they are accompanied by a corresponding picture.
Social proof is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behaviour. Social proof is one of the major factors that go into a person’s decision to purchase a product. In fact, studies show that 70% of consumers say they look at product reviews before making a purchase, and product reviews are more trusted than product descriptions from manufacturers.
All our clients here at Bamboo Nine have websites with pages for customer reviews. This is particularly helpful for customers who wish to read the reviews from others before purchasing the product.
The knowledge of what drives or triggers customer’s behaviours is pure gold. If you discover these and use them in your marketing tactics, then you should be successful! To build a successful landing page that draws people in, earns their favour and results in a purchase, can take time. Ultimately, it’s up to you and your marketing team to unravel the perfect formula for the success of your business.